Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping

Lifu Li (), Kyeong Kang (), Yafei Feng () and Anqi Zhao ()
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Lifu Li: University of Technology Sydney
Kyeong Kang: University of Technology Sydney
Yafei Feng: South China Normal University
Anqi Zhao: Singapore Management University

Journal of Marketing Analytics, 2024, vol. 12, issue 2, No 11, 250-263

Abstract: Abstract This paper conducts research on the interaction between ethnic minority group (EMG) live streamers and online consumers, aiming to present how EMG live streamers’ appearance and interaction factors affect online consumers’ cultural experience during live streaming shopping. Based on the social presence theory and the immersion theory, this paper explores how EMG live streamers impact online consumers’ cultural experience, and it designs personal EMG knowledge as a moderating variable under specific social and cultural backgrounds. Through analysing 325 online questionnaires based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the study results support that both EMG live streamers’ appearance and interactive content positively affect online consumers’ cultural presence and cultural immersion experiences, leading to their cultural products purchasing behaviours. Meanwhile, online consumers’ personal EMG knowledge would negatively moderate the relationship between online consumers’ cultural experience and cultural products purchasing behaviours.

Keywords: Live streamers’ appearance and interaction; Live streaming shopping; Online consumers; Cultural presence and immersion; Personal EMG knowledge (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41270-022-00192-5

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